"In a head-to-head competition with a competing vendor's MDM product, we found that Teradata MDM's flexibility, scalability and ability to successfully implement an integrated MDM solution were key in our decision," said Dennis Self, chief information officer, Electronic Arts. "Teradata demonstrated a singular capability to deliver a true enterprise-class MDM solution, enabling us to manage all types of master data on a unified platform. Teradata's array of hardware, software and services reflect an expansive knowledge of MDM as well as our unique business requirements, and will support our drive to dramatically enhance data accuracy and corporate performance."

Master data management is becoming a strategic priority for business and technology professionals who are under pressure to improve the quality and consistency of data. This is supported by analysts who have projected the MDM market to reach more than $6 billion by 2010, with significant year-over-year growth."

Teradata MDM enables companies to create and manage a definitive single view of its most valuable data - a consistent master reference for the entire enterprise - which helps ensure timely availability of complete, accurate data in a common language for better planning and optimal decision-making. It brings economies to the business through reduced labor on data preparation, management, and interface development; and reduced time on data maintenance. MDM also supports rapid reconfiguration of business processes across the enterprise and provides data synchronization while leveraging existing platforms and legacy applications.

"Many companies still have numerous time consuming, error prone manual methods of creating and managing critical data that is used for business processes such as new product introduction, customer and supplier management as well as risk analysis," said Mark Shainman, MDM program director for Teradata. "Our new version of Teradata MDM with market leading workflow and hierarchy management capabilities is helping EA integrate, manage and share master data for both operational and analytical processes with much more efficiency and effectiveness. It is highly optimized for the
Teradata platform with superb functionality."

About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EA(TM), EA SPORTS(TM), EA Mobile(TM) and POGO(TM). In fiscal 2009, EA posted GAAP net revenue of $4.2 billion and had 31 titles that sold more than one million copies. EA's homepage and online game site is
www.ea.com. More information about EA's products and full text of press releases can be found on the Internet at
http://info.ea.com. EA, EA SPORTS, EA Mobile and POGO are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries.